Social Suicide’s Summer Sale

A sunny day in late-May proved a comely setting for the launch of unique men’s clothing label, Social Suicide’s flagship on Newburgh Street. Amidst a selection of sponsor Cobras fruit-based beers, a distinct air of summer wafted throughout the shop spilling out on the streets. Flanked by bespoke clothing shop, Chateau Roux and custom silverwear designers, The Great Frog, Social Suicide have successfully planted themselves in one of London’s most tantalising locations for men’s fashion and are evidently in good company.

Dreamt up five years ago by friends Matthew Grey and Simon Waterfall, Social Suicide holds the ethos: “menswear can be better designed for men; it can be exceptional, have interest, depth, longevity and integrity”. Whilst sounding like a rather dramatic way to describe their line of suit jackets, the two men emanate a very self-effacing honesty offering the sense that they aren’t foppishly over-selling their beliefs about men’s fashion one iota. The results are well cut, inventive and playful. Whether you are attracted to their ‘Season of Scene’ jackets (The Teddy, The Rudi, The Beetle, The Rocker or The Mod) or perhaps you desire one of their classic Track Suit jackets (which fuses hi-tech sporting fabric and classic tailoring) Social Suicide will nail what every quirky customer desires.

Their spring/summer 09 collection focuses on bright and bold weather-inspired colours, vented buttonless jackets, twisted trousers and shorts and soft cottons. The shop also sports a line of stiff collared T-shirts and all of the witty embroidering and print that has set Social Suicide apart from the mundane men’s tailoring set. Not only are the clothes soft, summery and seductively slapstick in their design but the shop itself operates a quirky sale concept. The Weather Sale features a television screen in-store connected to the Met Office website, updated every minute, with the daily temperature branded across it in degrees centigrade. Whatever degree is displayed will be the percentage sale price the customer can receive on any item they wish to purchase.

With the store now in full throttle it is a must that our fashionably profane readers explore this brightly painted, lovingly created little treasure chest of quirky men’s fashion before the monsoon season sets in. My advice? Save it for the most sweltering day of the summer and don’t forget your credit card.